采用高时间分辨率的脑电技术,通过直接追踪与观看广告紧密相关的两个认知过程——注意和情绪,可以探明明星还是动漫两种形象谁在广告投放上更加有效。对动漫迷与非动漫迷两类受众而言,相比动漫形象,明星形象引发刺激出现270毫秒后的脑电成分负向波(N270)幅值更高,即明星更能吸引注意;引发脑电的晚期正成分(Late Positive Potential,LPP)数据表明,两类形象引发情绪反应相当,然而无论看到动漫还是明星,相比漫迷,非漫迷的情绪更容易被唤起。广告投放者在选择代言人时可更多考虑采用明星形象,针对漫迷群体可采用相应的投放方式。 With high-resolution EEG technology, it is possible to find out who’s star or an anime is more effective in ad serving by directly tracking two cognitive processes that are closely related to viewing advertisements-attention and emotions. For both fans of animation and non-animation fans, stars have a higher amplitude of N270 after 270 ms of star-shaped image stimulation than star animations, ie stars attract more attention; Late Positive Potential (LPP) data suggest that there are two types of images that evoke emotional responses, however, no matter whether they are anime or a celebrity, they are more likely to be aroused than nonchalatile and noncommunicative emotions. Advertisers may consider adopting a more star image when choosing a spokesperson, and may adopt a corresponding delivery method for a fan-addicted group.